Brand Tone

Aspirational yet Accessible, cool, confident, and fashion-forward, balancing minimalist luxury with a friendly, down-to-earth appeal. The brand speaks like a trend-savvy friend who knows where to find the best quality for the best price.

Brand Values

• •Democratic Design
• •Scandinavian Minimalism
• •Quality and Durability
• •Conscious Production
• •Individuality and Storytelling

Best Practices

• •Always connect the core message back to the unique blend of design, quality, and affordability. Use phrases like "affordable luxury," "Danish design, fair price," or "style that lasts."
• •Consistently use words like "Copenhagen," "Danish design," and "Scandinavian minimalism." This reinforces the brand's identity and taps into the positive associations of that aesthetic.
• •Mirror the minimalist design in the copy. Use short, impactful sentences. Avoid overly descriptive or technical jargon. Let the visuals do most of the talking and use text to support the mood and provide essential information.
• •Speak to both the classic, lasting nature of the designs and their relevance to current fashion. Use phrases like "inspired by the latest trends, designed to last" or "modern yet timeless."
• •Write with the confidence of a premium brand but the warmth of an inclusive one. Address the customer as a discerning individual who appreciates style and value. Avoid exclusivity and instead invite everyone to be a part of the brand.

Social Perception

Perceived as a smart, stylish, and high-value brand, offering on-trend sunglasses that are both durable and affordable. The Danish/Scandinavian origin contributes to an authentic and "cool" image, making it a popular choice for fashion-conscious consumers seeking a luxurious look without high financial commitment.

Copy Examples

• •Uncomplicated style for complex lives. Our [Sunglass Name] frames in Amber. Copenhagen cool, delivered to your door. #akjaerbede #scandistyle #minimalistfashion
• •Luxury Design. Democratic Prices. Discover sunglasses that don’t compromise on style or quality.
• •Why should timeless design cost a fortune? A.Kjærbede was founded to challenge that idea. Get high-quality, Danish-designed sunglasses with full UV protection for just €39. Find your perfect pair today.
• •The Only Accessory You’ll Need This Season
• •Video shows a rapid montage of different outfits—casual, work, evening—with the user swapping to the same pair of A.Kjærbede sunglasses for each look. Text Overlay: "The one accessory that works with every single outfit. And no, it won’t break the bank." Hashtags: #capsulewardrobe #sunglasses #stylehack #akjaerbede